PARIS, Dec 21 ― France’s Stratégies journal for communications business professionals is celebrating its fiftieth anniversary with the publication of a particular version, accessible through the media’s web site. It sees 50 personalities from the communications and media industries define the brand new worlds they see taking form. Stratégies managing editor Gilles Wybo talks to ETX Day by day Up in regards to the newest main developments within the media panorama.
Stratégies has been following the evolution of the media and promoting panorama for half a century. What do you assume the 2020s will appear to be for these sectors?
Influencer advertising is a development that has been rising steadily in recent times. Manufacturers at the moment are embodied by a single particular person. This phenomenon has gained momentum during times of lockdown. We have been led to spend so much of time in entrance of our screens and due to this fact to be influenced by what we noticed on-line.
The avatarisation of our lives might be the following step. We’re seeing an increase in energy of the digital, which isn’t with out elevating many questions. For instance, if we comply with a digital canine on social networks, we do not know precisely what values they embody. This downside has already been raised with the rise of animal influencers, who’re adopted by thousands and thousands of web customers.
Then avatars are one other step ahead. These digital characters are specifically created to unite a group round them. We’re solely initially of this development, however it’s going to undoubtedly be very profitable.
Aside from digital avatars, NFTs and the metaverse are additionally changing into widespread within the media. Do you assume it is a lasting development?
It is nonetheless exhausting to say, however there isn’t any doubt that it is an actual phenomenon. The luxurious items business has been fast to place itself on this booming NFT market, as have sure media and communications businesses. The identical is true for gaming, which isn’t stunning provided that video video games are the pioneers on this area.
Nonetheless, it’s social networks which can be exhibiting essentially the most curiosity in these new applied sciences. We have now seen this with Fb, which introduced its intention to rename itself Meta and to recruit 10,000 folks in Europe to work on the metaverse. The know-how giants see it as an actual challenge for the long run.
We nonetheless lack the hindsight to know if NFTs are only a gimmick that permits manufacturers and media to tug off a “advertising stunt” or a way more profound change.
What are the explanations on your reservations about NFTs?
They’re due, largely, to the dearth of schooling round these digital tokens. There’s a very technical aspect to this new know-how, which hinders its adoption by most people. I additionally marvel in regards to the advertising impression of NFTs and the impression they go away on shoppers. Do they create an actual reference to a model? I am not satisfied but, and I discover that we’re nearly tipping over into the occasion enterprise with these digital objects.
One other massive development within the media is audio. How do you clarify this main comeback of sound in our media consumption habits?
It’s a response to the sensation of visible saturation that many shoppers really feel. Though persons are spending an increasing number of time on social networks, they aren’t abandoning radio and podcasts. Quite the opposite. We hearken to them an increasing number of, once we are busy doing a family process or simply to move the time.
Podcasts, and audio normally, may faucet right into a sure nostalgia for the tales we have been learn as youngsters. It is a very vivid reminiscence. These audio codecs permit us to rekindle it. That is the ability of audio.
Manufacturers should use it intelligently to inform us tales that curiosity us and make us develop. They must take a again seat: they can not put themselves on the forefront like they do in conventional commercials. They’ll completely effectively accompany podcasters within the creation of recent applications, of which they assure the content material. This angle permits them to create a sure bond of belief with listeners.
The approaching yr will see a brand new presidential election in France. What modifications will this result in within the media world?
I believe we can pay particular consideration to social networks. And above all, to see if they don’t intrude in any method with the end result of the presidential election, as could have been the case previously. The general public authorities will probably be notably vigilant to make sure that there is no such thing as a interference or tried hacking from overseas.
The query of preserving on-line democracy can be a key difficulty. Social networks play an more and more essential function in candidates’ communications, and lots of creators now not hesitate to suggest content material on politics. That is the case of Jean Massiet, a streamer who hosts reside “inquiries to the federal government” on Twitch.
These are topics that curiosity web customers, even the youngest amongst them. Those that began utilizing social networks of their teenagers at the moment are of voting age. They’ve grown up, so it isn’t stunning that they are taking a look at extra severe content material. ― ETX Studio